All related (40)
Amey Kanade
Product Marketing at Fire TV (Smart TVs) at Amazon

Short answer - Get a good project manager on your team :)

But I understand you don't always have the luxury to get a proj. mgr for a product launch. In some cases, for bigger launches, I have asked for a shared proj. manager from another team (especially the product team). If nothing - you basically have to wear two hats. I find it very hard and time-consuming because it takes me away from my PMM work, but it is a key role and someone has to do it diligently. I also use proj. management tools, don't have a preference here (asana, jira,...whatever rocks your boat)

Savita Kini
Director of Product Management, Speech and Video AI at Cisco
Launches are like project plans. If you look at Engineering release plans, similar approach. We followed typical checklist - working backwards from launch d-day to the details of - web, content, PR, AR briefings etc. There is no easier way to do it, apart from a checklist so you don't drop packet.  Research all should be done before messaging.  Launch strategy - samething, - what is the objective, is this a new category or existing, but new product.  Get the above all done and then build checklist. Just focused execution after that. Rallying the troops - marketing, sales, even partne...more
Jodi Innerfield
Senior Director, Product Marketing at Salesforce
Tiering and t-shirt sizing a launch should be based on "how impactful is this to my customer and the company?" If it's a brand new product suite, a new offering in the market either for the company or the space, or a material investment/improvement from what exists today--that's a Tier 1, full-court press (whatever that means for your company!)  Moderate improvements, new SKUs, bigger features that are exciting but not totally new and different for the company are the market are more medium-Tier launches. Smaller features and incremental updates can be covered in release marketing only, m...more
Nina Seth
Product Marketing Director at Blue Yonder

I have used a number of applications in the past to project manage product launches. You can use Trello, Kapost, or even Excel.

The key to driving sucess is alignment across marketing groups and other teams. I set up weekly meetings where we go over set agenda items and deliverables. Frequently touching base with team members allows you as the launch manager to find out if there are bottlenecks that will affect the launch.

Carlos González de Villaumbrosia
I don't think there is one tool that will necessarily make launches "easy", but I certainly agree with Nina that alligment is fundemental towards the success of a launch.  I have found that daily all-hands meetings with the leader of departments can be very successful in keeping everything flowing smoothly. While some may argue that this takes too much time, having the peace of mind on a daily basis that everyone is covering their bases will give you the opportunity to focus on strategy and other components of the launch.  Additionally, I always have been an advocate for transparent a...more
Mary (Shirley) Sheehan
Group Manager, Engagement & Retention Campaigns at Adobe

Ideally, it's a combination of the GM, product management and product marketing. The GM would set the overall business goals for the year or quarter including revenue. The PM often drives the product launch adoption and revenue goals for that product. PMM often builds the plan with the metrics to help back into those goals. 

The important thing is that if you see a gap, make sure that someone is owning all of these goals, otherwise, it will be meaningless to have launch metrics. 

Manav Khurana
GM & SVP Product Growth at New Relic
I am a big fan of drumbeats. People are busy and it's easy to miss one large product announcement and even if your audience sees the announcement, it's easy to forget about it.    My favorite packaging approach is to have a broad theme ([your service] keeps getting better, a commitment to security or performance, helping your audience do something better, faster, cheaper...) and then announce each small enhancement as it comes.   Say you have 5 small enhancements over 12-15 weeks. Start with announcing the first enhancement on your blog/email/social channels as part of a broader theme. ...more
Marcus Andrews
Director of Product Marketing at

I think you’re asking if it’s behind a pay wall and not just a free product? If that’s the case, you need material (video!) that can act as a demo, people want to see product, not just read about it. Salespeople who can give great demos and free trials are often a really effective a launch tool. 

John Gargiulo
Head of Global Product Marketing at Airbnb
Great question. Post-launch is the most underrated parts of the cycle. You've spent months aiming the rocketship, putting fuel in the tank and blasting off - now you've got to steer. Let's break it down into three steps:   1) ANALYZE The first thing is to immediately begin watching not just usage of the product, but which parts of the product. How are people interacting with your features? Where are they dropping off? Where are they spending their time? This will give you context and clarity to move onto step two.   2) PLAN Now that you know where your hypothesis was roughly right or ...more
Christy Roach
Head of Portfolio & Engagement Product Marketing at Airtable
Enablement is one of the most critical and often most difficult parts of the launch. The key to remember is that, usually, the product launch is just part of the overall sales process, and you need to treat your enablement as such. Very rarely will a customer-facing team drop everything for a new product line, you need to fit it into their existing flow. Here are some practices I use: * Timing is everything: This sounds stupid but it’s so key. If you’re trying to train a team during the last week of the quarter, you’ll get very poor participation and engagement rates. At Airtable, w...more